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Toys R’ Us Relaunching as Geoffrey’s Toy Box

by Sean P. Aune | October 10, 2018October 10, 2018 9:30 am EDT

The plans for the unsold intellectual property of Toys R’ Us is taking shape as Geoffrey’s Toy Box appears to be the name of the revitalized company.

Following the recent news that the remaining assets of Toys R’ Us would not be sold off, there is already a plan to jump back into retail as Geoffrey’s Toy Box. At the Dallas Toy Preview this past week, a Geoffery mascot was walking the floor with a cape on that had the new name and logo on it.

You never know what you might see at Dallas Toy Preview! Geoffrey??? Back from vacation??? #FallToyPreview #GeoffreysBack

Posted by ToyQueen on Tuesday, October 2, 2018

Thanks to some sleuthing from Toy News International on the Dallas Toy preview website, the company listing said the following:

Wholesale toy distributor and intellectual property company whose focus is on popular play patterns across trusted brands that kids and parents love. Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise. Portfolio includes popular brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home and more!

The plan currently calls for a few locations to be up and running by this November, but not in the stand-alone store format you remember. These first locations will be store-within-a-store type scenarios where they open toy areas inside larger retailers. Where it goes from there is anyone’s guess.

It is not unusual after bankruptcy for intellectual assets to carry on – the hand puppet found lots of work after that bankruptcy – but there always seems to be a bit of a tarnish to the property on the second go around. Could Geoffrey’s Toy Box some day rise to the levels of Toys R’ Us? We’ll just have to wait and see.



Sean P. Aune

Sean Aune has been a pop culture aficionado since before there was even a term for pop culture. From the time his father brought home Amazing